DEANA CEMAN, RIGHT, owns Violet & Company. Managing the store is Tina Goetsch. Todd Sharp photo
Deana Ceman has had her eye on a downtown Berlin storefront for years.
The Berlinite would drive with her family past the building at 151 West Huron St. and ask no one in particular, “What could we put in that store?”
In early December 2014, her husband Steve decided it was time to take action.
“Let’s take a look,” he said, before parking.
That’s how Violet & Company began.
Just a few months later, the lease was signed, a store manager was hired and Deana was on her first buying trip at the Chicago Merchandise Mart.
Violet & Company, a women’s clothing store that offers a relaxed and personalized shopping experience, opened recently in downtown Berlin.
Things can move fast when you’re fulfilling a dream many years in the making.
“I’ve shopped at local boutiques for years,” Ceman said. “They all offer something a little different, but each one made me feel special. I want Violet & Company customers to have a unique shopping experience that makes them feel better when they leave than when they entered the store.”
She hopes the vintage feel of the store that includes reclaimed elements provides customers and staff with a simple palette for inspiration.
“I think the atmosphere of the store is so important to how a customer feels when they’re shopping,” she said. “I want it to feel like a woman’s dream closet when they walk through the doors.”
The boutique store offers customers unique, stylish, fashion-forward clothing and accessories at affordable prices that Ceman purchased while attending major merchandise shows in Chicago and Las Vegas.
“We know that women come in all shapes and sizes so we’re offering small through 2XL,” she said. “I definitely think women will be pleasantly surprised with our selection, our American-made offerings and our modest prices.”
Joining Ceman on this journey is store manager Tina Goetsch, who previously managed Field’s Card & Gift.
Goetsch brings to Violet & Company 25 years of retail experience that she hopes will help lead to the store’s success.
“Busy women can choose from an ever-changing line of fun, comfortable, beautiful clothing without having to make the trip to the mall,” she said.
Goetsch said she’s glad to get back into a store where she can help women find clothing that makes them look and feel great. “I love working with people, and enjoy meeting our customers.”
Regular store hours are Tuesdays through Fridays from be 10 a.m. to 6 p.m., Saturdays from 10 a.m. to 3 p.m. and closed Sundays and Mondays.